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Monday, 11 April 2022 15:25

The Marketing Place

Written by  Staff Reporters

New Zealand Wine Week 2022

The New Zealand Winegrowers marketing team recently concluded another successful New Zealand Wine Week campaign.

Despite Omicron changing the activity scope to virtual only, we were very pleased with the coverage with an Estimated Advertising Value of $91,000 and reach of 4.2 million.

The New Zealand Winegrowers marketing team recently concluded another successful New Zealand Wine Week campaign. Despite Omicron changing the activity scope to virtual only, we were very pleased with the coverage with an Estimated Advertising Value of $91,000 and reach of 4.2 million. 

In addition to the two hero webinars led by New Zealand Winegrowers (NZW) - ‘The Business of Wine in New Zealand – 2022 and Beyond’ and ‘Pinot Noir Masterclass; An Exploration of our Subregions’ - we were delighted others joined the New Zealand Wine Week platform. The Wines and Spirits Education Trust hosted a webinar entitled ‘Emerging varieties and trends in the New Zealand wine industry’, and Appellation Marlborough Wine hosted a Marlborough Sauvignon Blanc tasting led by Oz Clark of the Three Wine Men. There was also an Instagram Live session hosted by United States-based journalist Lauren Mowery focussing on Hawke’s Bay.

We continue to employ new ways to reach our audiences and were excited that our first foray into Instagram reels to showcase our wine regions achieved total views of 43,000, with total reshares of 260.

Pegasus Bay FBTW

 

Master Sommelier Cameron Douglas led the Pinot Noir masterclass, examining the subregions of New Zealand, and we sent out more than 150 wine sample kits to key trade and media across Canada, the United Kingdom and the USA.  Articles from participants will feature on the media section of our website as they are released.

The Business of Wine webinar was led by Richard Siddle of The Buyer. The full write-up can be found at the-buyer.net/insight/new-zealand-future-opportunities-and-challenges. Having leading wine commentator Rob McMillan of Silicon Valley Bank provide his thoughts on the challenges and opportunities for New Zealand wine in the US was a key highlight.

Rob McMillan FBTW

Rob McMillan

We were also honoured for New Zealand to be the first regional partner with Pix, a new wine discovery platform founded by Paul Mabray, and armed with the high calibre editorial team of Felicity Carter (ex Meininger’s International Editor) and Erica Duecy (ex SevenFifty Daily). New Zealand was featured across their homepage collections for the duration of the week, as well as Instagram and LinkedIn. There is no cost for wineries to be listed on Pix and we encourage all to get involved. We will be running another campaign with them in May, so make sure you’re on board before that.

Paul Mowbray FBTW

Paul Mabray

Pour Yourself a Glass of New Zealand

New Zealand Winegrowers (NZW) is calling all white wine lovers to pour themselves a glass of New Zealand and celebrate New Zealand white wine this May. The theme of the month, ‘Pour Yourself a Glass of New Zealand’, comes at a time when New Zealand’s top three exported white wine varieties are internationally celebrated with International Sauvignon Blanc Day (6 May), International Pinot Gris Day (17 May) and International Chardonnay Day (26 May) all falling in May.

Pour yourself a glass of New Zealand FBTW

 

NZW will be running a series of digital activations during the month, including submitting a proposal to the Unicode Consortium to create a white wine emoji, says Charlotte Read, NZW’s General Manager, Marketing. “We hope that by requesting the white wine emoji from the Unicode Consortium, it will shine a spotlight on the breadth of white wine that New Zealand produces, as well as result in getting the emoji that has long been missing from the keyboards of digital devices.”

For more informaton on how to be involved in the Pour Yourself a Glass of New Zealand campaign, contact This email address is being protected from spambots. You need JavaScript enabled to view it. 

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